ANALYSIS OF CONSUMER DEMAND AS A BASIS FOR PRODUCTION DECISION-MAKING: A STUDY ON THE PLAIN T-SHIRT INDUSTRY IN INDONESIA
DOI:
https://doi.org/10.58174/ijqmr.v1i9.130Keywords:
consumer demand; production decisions; plain t-shirt industry; elasticity of demand; regression analysisAbstract
This study aims to analyze consumer demand patterns and make them a basis for more efficient and responsive production decision-making in the plain t-shirt industry in Indonesia. The plain t-shirt industry is an important segment in the national basic fashion ecosystem that absorbs millions of workers and involves thousands of business units from micro to medium scale. The method used is a quantitative approach with multiple linear regression analysis techniques and demand elasticity analysis, using primary data obtained from surveys of 200 consumers and 75 plain t-shirt manufacturers spread across production centers in Bandung, Surabaya, and Jakarta. The results showed that price (β = -0.423; p < 0.001), fashion trends (β = 0.387; p < 0.001), material quality (β = 0.341; p < 0.001), and season/moment (β = 0.298; p < 0.001) were significant determinants of consumer demand for plain t-shirts, with the overall model explaining 71.3% of demand variation (R² = 0.713). The managerial implications of this study include strategic recommendations on production capacity planning based on demand projections, product differentiation strategies, and responsive supply chain management. These findings make a significant contribution to Indonesian plain t-shirt business actors in optimizing production decisions based on accurate and dynamic consumer demand data.
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